Recognize The Five Values Of The Exhibition

The reason why mature exhibitors have the ability to accurately locate their exhibitors is because they are interested in exhibitors. value With almost identical values, we found that the value cognition of the exhibition mainly focused on five aspects: "information dissemination value", "third party certification value", "experience value", "idea value", "spiritual leader value" and so on.

The information dissemination value of the exhibition means that the exhibition has a high efficiency and high quality market information. spread Characteristics, a famous exhibition is actually an annual industry meeting, from all aspects of industry associations to the industrial chain are gathered in a time and space, is the tide of industry information coming, is the industry's massive information sharp moment. We can easily find that the world's top brands. Exhibition One of the main signs is that we can gather the most influential media in the industry. Most of the exhibitions have market policies, press releases and industry market macro trend analysis and thematic forums. More than 50% of enterprises will publish the latest product information to the consumer groups through exhibitions. Therefore, information dissemination is the most basic value of exhibitions, and any company participating in the exhibition knows this truth.

Regarding the "third party certification value", the current domestic enterprise's understanding is not very deep. The author put forward a viewpoint in the twenty-first Century China exhibition economy and exhibition industry. The exhibition is a stage product of the development of the market economy. It can know that the exhibition is actually a fair trading market, and it is a specific place to provide business transactions for the enterprises. Its position is a neutral third party, and its certification for the exhibition products is equivalent to third party certification, which has a certain objective authority. A simple example is the Moutai liquor in Guizhou. In 1970s, Zhou Enlai was named as "state banquet liquor" to entertain President Nixon. In 1970s, the Moutai sprinkled factory in Guizhou was selected as the gold medal in the Panama World Expo in 1915. Therefore, the award and certification of products at the exhibition became one of the main purposes of the exhibition marketing.

The exhibition's "experience value" is displayed in the gathering function of the exhibition. Because of the direct participation and experience of the exhibition, exhibitors often become a profoundly memorable experience. As an industry event, the exhibition can bring together people from all walks of life in a short span of 3~5 days in an exhibition venue. We will have equal exchanges, contact old customers, meet new customers, find potential customers, spy on competitors, and observe new products. All activities are based on personal experience of mobilizing five senses and equal communication with others and become the firsthand data basis for decision-makers to directly analyze all kinds of information. This experience value has uniqueness, timeliness and foresight. It is one of the most important irreplaceable characteristics of exhibition as a marketing tool, which is different from other marketing methods.

Then, the fourth value of exhibition is "idea value". This is a kind of value which is hard for many exhibitors to understand. However, most mature exhibitors generally have a unique understanding of this. Throughout the world, all kinds of famous brand exhibitions of mechanical and electrical products, all of them have their own "soul", are advocating and spreading a concept, which can influence consumer behavior, and may explode popularity in the consumer market, which may lead to revolution in the mode of production. This is because the concept of consumption is a huge driving force for consumption. For example, the Hannover industrial exposition is a strong experience that can bring visitors a strong "polarization" and "magnetization" effect. This function is strong enough to solidify into a "concept". As long as our enterprises take part in this exhibition, it is enough to show that our enterprises are following the pace of the consumer market and have the ability to "compete with the competitors" in the industry.

The last value of the exhibition is "spiritual value". Mature exhibitors know how to use the value of the exhibition to influence their consumer groups and compete with their competitors, because the highest level of the exhibition is a "spiritual leader" of a consumer group. An exhibition that reaches the realm of spiritual leadership is based on a set of clear values that become the appraisers and guardians of some lifestyle. Through the exhibition and its related activities, it brings people's understanding of the concept advocated and creates a universal value concept or value belief platform for the exhibitors, thus bringing great commercial results. For example, the lighting exhibition in Frankfurt, known as "Mecca of the world lighting industry", is the holy land of the global lighting industry for life. It is a barometer reflecting the latest trends and markets in the world lighting industry. Mature exhibitors are always proud and proud of being able to participate in such an exhibition. This is not only a corroboration of the strength of the enterprise, but the most important thing is that such an exhibition gives the mature exhibitors a spiritual sense of belonging.

Mature exhibitors agree with selected exhibitions in terms of spirit and values, and are more likely to get the sense of success in exhibiting and achieve the goal of enterprise participation and successfully complete the marketing plan. Successful exhibitors will also have higher exhibitor quality and exhibitor ability, be able to accurately judge the value of the exhibition and make a wise and scientific exhibition decision. The purpose of the exhibition is clear, the objectives of the exhibition are very accurate, the effect of exhibiting is obvious, and the satisfaction of exhibitors is high. In contrast, the participation and awareness of other two types of exhibitors can change their participation values and behavior patterns through training.